martes, 15 de octubre de 2013

Fashion in The Netherlands: Ella Brouwer

Pioneering in the field of 3D printed garments, and with fashion designers constantly merging technology with fashion, the Netherlands is on top of their game. This avant-garde fashion hub proudly holds Iris van Herpen and Viktor and Rolf as synonyms of Dutch fashion. I got a chance to talk to Ella Brouwer, a soon-to-be fashion design graduate from the Amsterdam Fashion Institute. This is a fashion school that not only has its own shop that sell student’s work, but it also has its own magazine, leaving any fashion student green with envy.

Ella Brouwer

The Netherlands, often referred to as Holland, is a country that has become notable for having a liberal government. Indeed, when I say liberal, I am also referring to the fact that you can still smoke cannabis in coffee shops. But put that thought aside for a moment. Besides that, the Netherlands is actually one of the wealthiest countries in the world. Historically, their government has shown great tolerance towards different religions and consequently a free-thinking culture has been built. Their approach to fashion is equally iconoclastic. Dutch designers are constantly innovating in garment construction processes and creating clothes that inspire and catch worldwide attention.

Born in Groningen, in the north side of Netherlands, Ella chose to move to Amsterdam to study fashion. She is just about to start her last year at AMFI (Amsterdam Fashion Institute), and with a sweet and timid personality she was lovely in every step of our interview. She had big sparkling blue-grey eyes, and a sweet smile that was highlighted by her intense red lipstick. She was wearing a big-chained necklace and several bracelets on her wrist. Occasionally blushing, Ella tried to answer very honestly every question that I asked her.

“I think if I look at the whole Netherlands, mostly people just buy clothes when it’s comfy. So jeans and jerseys are think, number one in the Netherlands. But of course there is a whole group of trendsetters, people that want to be really fashionable. I think that’s normal in every country. I think most of people want to feel comfortable in their clothes. When you look at Italian people, they look very classy and chic, and they are more into designer labels. In the Netherlands it’s not that much, quite a few people, but mostly comfy clothes,” said Ella.

New independent designers keep emerging, and they have a lot of support from different associations, some offering awards like the Mini Young Designer Award. There are also several shops that sell Dutch fashion all around Netherlands. This continuous emergence of new designers made me question how much the new designers are actually selling. “It’s not that much. I mean some celebrities are really walking around in designer clothes. But for the rest, I think it’s more for an international audience. I think here in Amsterdam there are also people who like to wear them. But yeah, it’s expensive also for most people I think.”

Being a country that is ahead of others in fashion design, it’s interesting to understand whether fashion is really important for Dutch people. Without hesitation Ella answered straight away, “yeah it is, I think also for also for myself. But it’s really a way of expressing yourself, so that’s really important. Also for young people my age they really want to stand for something and fashion can really help with that. Because you can really tell your own story, they want to be individual.” Did you grow up with a sense of fashion? “Not really, because I lived in the north part of Netherlands, a small village. So fashion is not that important. I do have to say from a young age it already had my attention. My mother said that when we were on the street I was always looking at people’s shoes. So for me it’s always been important.”

Cities like Arnhem and Amsterdam are the homes of outstanding fashion schools. ArtEZ Institute of the Arts is proud to enlist Viktor and Rolf and Iris van Herpen as their alumni. Moreover, looking at the Amsterdam Fashion Institute, I was quite impressed on the whole program. Not only do they have a shop that sells student’s garments, but they also have their own label called INDIVIDUALS. Ella participated in the creation of the latest collection with other students. She explained how the garments are manufactured abroad and after that, sold across Netherlands and other countries.

There is also space for students who are interested in studying fashion management and branding. These students also get to showcase their abilities through several projects. One of them being a fashion magazine, this year called ‘Garment’. The magazine changes its name every year and it really shows how professional and full of initiative the students at AMFI are. This school with around 1,000 students seems to be a giant oven for creative designers and a paradise for us fashion lovers.

Dress from Ella's 'Disclosing Illusions' collection
AMFI is also into the promotion of sustainable fashion. So for a school project, Ella designed a sustainable green-grey dress as part of her ‘Disclosing Illusions’ collection. “What I did for ‘Disclosing Illusions’ was that I just used a square of fabric. Also for the dress underneath I did the same thing, so you don’t throw anything away. You could also wear it on two sides, so it was multifunctional and also the fabric was 100% wool. Because you can easily recycle 100% fabrics.” This wasn’t the only inspiration that Ella took, as she also used a Dutch textile technique: “with this technique you just make it smaller. A few years later when you make it loose, you still have lots of fabric.”

Netherlands itself is also a great promoter of Green Fashion. There are organizations like ‘Made-by’ that help designers incorporate sustainability into their designs. But on top of being green, Netherlands fashion is also well known for experimenting with technology. Famous Dutch fashion and technology pioneers include Iris van Herpen, who experiments with 3D printed garments. Daan Roosegaarde is the founder of Studio Roosegaarde, a studio dedicated to joining architecture, technology and fashion. Pauline van Dongen has been experimenting by merging fashion and solar panels.

So in this country that seems to have it all in terms of fashion design, are there any limitations for fashion students? After a long pause, Ella answers, “Hmmm no, not really.” The job opportunities field looks just as unlimited, “It really depends, what I really like is that some students who graduated before, they work at the H&M in Stockholm. One is working in the design department and other one is working in the printing department. When we graduate there’s always a sort of event in the World Fashion Centre. Then we have an event where all the graduates present their work. So everybody shows their portfolios, and the graduation work will also be in a fashion show. A lot of labels are going there just to see all the new young designers.”

Previously having studied retail, Ella found her way into fashion design and recently interned with Dutch designer Ilja Visser. Now starting her last year at AMFI, she is looking forward to finding work in Stockholm after graduation. With all the innovation in fashion design going on in this country, I could only think that London better watch out. A new fashion capital might emerge in the future, and it could be the Netherlands.

Check out more of Ella's work:

All pictures courtesy of Ella Brouwer

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Fashion in The Netherlands: Ella Brouwer is licensed under a Creative Commons Reconocimiento-NoComercial-SinObraDerivada 3.0 Unported License.

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